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Web Film
Viagra Connect: Love Story
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Viagra Connect launches a new campaign, created by VMLY&R, which aims to shift the conversation around erectile problems, from a stigmatised issue long associated with a perceived lack of masculinity to a health issue which can be caused by the stresses and strains of modern life. In a world where mental health, sexual health and menstruation are becoming more open subjects of engagement, erection problems have remained buried under a morass of shame; creating a lack of intimacy and communication that can result in the complete breakdown of the relationship. An estimated 4.3million British men report suffering from erection problems. While a study representative of the UK population found that 26% of people are unable to be intimate due to them or their partner not being able to get or maintain an erection. But less than half of the men questioned (46%) say they have spoken to their partner about it. The new campaign, and its beautiful hero film, aims to equip couples to start a conversation by showing how stress, work, poor eating habits and more can get in the way and create distance in a relationship. And while it is important to be more open with these issues, it is also a reminder that Viagra Connect is there to help. At the heart of the campaign is a personal and highly relatable modern Love Story. The two-minute animated hero film marks a step change in communication from the brand – from control and performance to enabling conversations and intimacy.
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